When I left the big agency-world after 14 years, it was with the recognition of a key change in our industry: bigger is not always better.

While it is easier to talk about economies of scale than economies of small, something critical had gotten lost in the mix of brainstorms, powerpoint presentations, and the endless meetings about meetings - the client.

There is a better approach to tackling the changing landscape of client challenges, one that would better capitalize on the industry’s strong – even if dispersed – talent base, and bring sharper, more personalised service back in a cost-effective way.

That is why, when I launched Love Mondays in 2015, we broke many of the rules, choosing not to take the road less travelled but to build our own path. In doing so, we committed to a couple of things:

Look far and wide: the industry’s best talent is not sitting in an office ready to attend endless meetings. Enabled by technology and the changing nature of work, creatives and specialists are able to work more flexibly, taking on projects that excite them from wherever in the world they happen to be. We assemble dream teams of creatives based on the demands of each project, and use technology to provide both platforms for collaboration and space to think.

Focus on the client: Not being limited to a talent pool bound by geography, we are both local and global, and can draw on our collective experience to consistently come up with innovative and impactful ideas. We’re also always accessible, and you know exactly who will see your project through.

Keep costs down: Because we are not worried about the massive costs of keeping a big agency going, we can provide the highest level of service without sky-high premiums. We don’t need a fancy building, an in-house barrista or “idea-storm” pods to deliver great results. Neither do our clients.

We know this works – and the number of small agencies that have spawned in our wake, and that use the exact same argument to validate their decision, speaks volumes (we’re flattered).

It is a business-model that has allowed us to service our clients in ways that go above and beyond what is expected. It is why we boast really strong client relationships that have led to further referrals for new business this past year.

It reminds me of something that I read some time ago and have kept at the back of mind since – dot.com entrepreneur and now author Seth Godin noted in 2005 that the world had been obsessed by big – big planes, big buildings, big computers – until “small happened”.

Just as computers and boom boxes got smaller, so would companies. Small companies meant that the founder would be your direct contact, and that he or she could move quicker to capitalize on opportunities, and that decisions would be made faster.

In our industry, it means smaller bills, but bigger, better ideas.

So here’s wishing our clients – current and future – every success in 2018. We look forward to thinking big with you!